The featuring of three outstanding NBA basketball players is using the advertising technique of testimonial. John Wall, one of the three famous basketball players, was the first pick in the 2010 NBA draft. He was named MVP for the 2011 NBA Rookie Challenge and is a very well-known player. Because of this, Adidas purposely includes John Wall in their advertisement due to his popularity. When consumers see John Wall wearing Adidas gear, they desire to wear it too. They start to believe that maybe Wall wearing Adidas shoes is the reason why he is so fast and talented. Along with this, the consumers who admire John Wall want to buy the Adidas shoes due to the fact that John Wall wears them. They appealing to the fallacy of ad populum, since they only desire to buy the shoe because the popular NBA star wears them. Therefore, Adidas purposely includes John Wall and two other famous basketball players to endorse their product because they know that it will attract many consumers.
Repetition is evident throughout the entire advertisement. The Adidas logo and name brand is constantly visible on the people and their surrounding environment. The 3-on-3 game is taking place in an actual Adidas shoe. The players in the game are also decked out in Adidas gear. Their shirts, pants, and shoes and have the Adidas name or logo on it. In addition, the basketball court that the players are scrimmaging on has the Adidas logo on it (the three stripes) along with the actual brand name at half court. Almost every camera shot has Adidas in it, which is a sign of repetition. Adidas purposely does this as an attempt to make consumers remember their brand and make it widely known.
With the 2010 NBA number one pick draft, rookie of the year, and all-star all on one team, the need to dominate is being fulfilled. In the 3-on-3 scrimmage, John Wall and the two other famous NBA players are easily wiping out the other team. They are crossing the other team, dunking, and flying past their defenders. They hold all the power over the opposing team and can do anything they want, such as cutting are dribbling by their defender. The rapper who is narrating the commercial says, "But when you crazy quick, man, quick ain't fair." This line subjugates the domination that the three NBA players have over their competitors. Their "quickness" from the Adidas shoes that they are wearing is unfair to the other people who are being easily defeated. When consumers see this commercial, they start to believe that if they wear Adidas shirts or shoes, they too can dominate over their competition. The power that they lack to easily defeat their competitors is shown in the commercial, which makes people want to purchase Adidas gear so that they too can dominate over others.
The target market for this commercial are boys in their 20's who enjoy playing basketball. The group of athletes playing in the advertisement appear to be around 20 years old. Along with this, they are playing against each other in the game of basketball. The whole commercial is only filming this basketball scrimmage. The players are also wearing basketball gear, such as shorts and basketball shoes. Because of this, the target market that the commercial is trying to appeal to are boys around their 20's who like to play basketball.
I agree with what you are saying, because we all want to be better at sports, and if a basketball player succeeds in those clothing, why can't we? But that is just the easy way out, because you actually have to practice to be good at sports.
ReplyDeleteThe use of testimonials from famous players such as Kobe, LeBron and Kevin Durant score high ratings for impressional youths who buy into the notion that shoes make the player.
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